Who owns the search engine marketing process?
Interestingly enough, it varies in each organization. There are many savvy web masters who try their best to optimize their web sites, obtain links on other sites and monitor their position as well as the positioning of their competitors. Other companies leave it to the writers to repeat keywords in the title, description and keyword META tags and repeat these combinations on all their site pages. Amazingly, many companies have web sites with Flash intros, no keywords, no descriptions and only their company name in the page title. Many sites are still using frames, many sites are all-Flash and many sites deliver all of their content dynamically. There are so many web sites doing things the wrong way it’s absolutely incredible. Inside-Out and Outside-In There are a number of things that have to be done to implement a complete search engine marketing program. It’s complex in terms of concept, yet surprisingly simple in execution and day-to-day management. Dollar-for-dollar, it is the mos
